1-3 MAY 2015 SPONSORSHIP OPPORTUNITIES
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1 1-3 MAY 2015 SPONSORSHIP OPPORTUNITIES
2 YORKSHIRE INTERNATIONAL PRO RACE In 2014, Yorkshire successfully hosted the GRANDEST Grand Départ of the Tour de France, with over 5 million roadside viewers and a global audience of 3.5 billion in 190 countries. GRAND DÉPART MEDIA COVERAGE Media coverage was overwhelmingly positive and at record levels for a Grand Départ of the Tour de France. Regionally, nationally and internationally it was highly favourable towards Yorkshire and over race weekend the coverage centred on the unprecedented crowd numbers, the landscapes and the way Yorkshire embraced the arrival of the Tour de France.Over the period from 1 January 2013 to 31 August 2014* it is estimated that 330m of free publicity for the event was generated from tens of thousands of articles and news items. INTERNATIONAL CYCLING Due to the overwhelming success of the event and the positive economic and social benefits generated, Welcome to Yorkshire, Amaury Sports Organisation (A.S.O.) and British Cycling are to create a strong, long lasting race on the international elite calendar and contribute to the cycling legacy for Yorkshire. * the time period is the same as that measured by TfL in its analysis of the 2007 Grand Départ. The figures exclude all race weekend broadcast coverage of the event (television and radio) and all international race weekend coverage of the event.
3 WELCOME TO YORKSHIRE EVENT ORGANISERS Welcome to Yorkshire (WTY) is the official tourism and destination management agency for the UK s biggest county and promotes Yorkshire tourism nationally and internationally. WTY is a not-for-profit organisation. Hailed by the UK government as an example to be followed WTY has international recognition for its marketing campaigns, marking it out as one of the best tourism agencies in the world. Since 2009, this innovative marketing of the county has seen the value of Yorkshire s tourism economy rocket from 5.9bn to 7.2bn a rise of 1.3bn, accounting for 8.5% of the county s GDP and supporting over 250,000 jobs. In December 2012, Welcome to Yorkshire made history after its bid to bring the world s largest annual sporting event the Tour de France to Yorkshire was successful, beating off major worldwide competition. Welcome to Yorkshire pulled off this coup by securing Le Tour s prestigious Grand Départ in 2014 with two days of cycling, all of which is valued to be worth upwards of 100m to the economy. Welcome to Yorkshire s work in promoting the county through a mix of creative marketing campaigns across TV, online and print has been recognised with many global awards. Gary Verity, Chief Executive of Welcome to Yorkshire, which led the bid to bring the Tour de France to the county, said: This new official international cycle race heralds the start of a world-class event for Yorkshire that we want to see grow over the coming years to become known the world over. We already have a huge amount of interest thanks to the Yorkshire Grand Départ, which captured the imagination of millions of people globally and the Tour de Yorkshire will be a fitting legacy. We re confident that come May, we ll deliver something very special.
4 AMAURY SPORT ORGANISATION EVENT ORGANISERS A.S.O. is a leading organiser of major international events, with a strong reputation for logistical know-how, and has significant expertise in all areas related to the creation, production and promotion of sporting events. A.S.O. has the ability to deliver every key service related to sport event organisation, ranging from pure sporting content, media coverage and TV rights to marketing and promotion. Based in Paris and with 250 permanent employees, A.S.O. creates and develops tailored solutions to organise successful major events, bringing the best of sport to each of its clients. A.S.O. operates more than 57 events every year across 20 countries and 5 sports including cycling, motor sport, mass participation events, golf and sailing. A.S.O. signature events include the Tour de France, the Dakar Rally, the Schneider Electric Marathon de Paris and the Alstom Open de France. A.S.O. also has expertise handling the TV production and distribution of major events, acting as a supplier to the Tour Down Under, Tour of California and the Tour of Turkey. In cycling, A.S.O. has confirmed its reputation as the world s leading organiser of cycling events: from the two Grand Tours, the Tour de France and Vuelta a España, to prestigious classics such as the Paris-Roubaix and Liège-Bastogne-Liège. A.S.O. also continues to look for opportunities to develop new races such as the Tour of Oman, Tour of Qatar, Saitama Criterium and the Arctic Race of Norway. Together these events see A.S.O. deliver 110 days of world class cycling race every year. Christian Prudhomme, Director of the Tour de France, said: We knew Yorkshire was gorgeous and there was a real passion for the Tour, but now we know after the unforgettable Grand Départ that people love the sport of cycling. It is now time to work together to bring a new race that will see some amazing riders and passionate crowds once again line the streets. SUPPORTING EVENT PARTNER BRITISH CYCLING British Cycling is the national governing body for cycling as recognised by the UCI the International Federation for the Sport. British Cycling works across all levels and six disciplines of the sport (BMX, Mountain Bike, Cyclo-Cross, Road, Track and Cycle Speedway), from providing the support and encouragement people need to get riding their bikes for the first time, to being home to the hugely successful Great Britain Cycling Team. British Cycling works hard to represent cyclists interests at all levels, including campaigning on important issues including road safety. Bob Howden, President of British Cycling, said: To secure the approval of the UCI is terrific news and building on the huge success of the Grand Départ here in Yorkshire, we can drive up participation and work towards more people cycling more often. A new world-class race helps underline a commitment to cycling in all its forms.
5 TOUR DE YORKSHIRE From lively cities to heathered moorland, From country pubs to MICHELIN STAR restaurants, From historical ruins to grand stately homes, Yorkshire is a COUNTY offering contrast and choice for all... May 1-3 will see the new 2.1 Europe Tour world-class cycle race take place across Yorkshire with plans to potentially include parts of the county that the momentous Yorkshire Grand Départ didn t visit. The format will see three full stages take place over the three days, and there is also an intention to have a women s race and a mass participation sportive as part of the event. More race information is set to be announced in late 2014, with full routes expected to be unveiled in early Talks are under way to secure worldwide coverage of the race, showcasing once again the beauty of Yorkshire s landscapes to an international audience, growing the profile of Yorkshire as a destination for fans of world-class cycling and growing enthusiasm and participation in the sport of cycling in the UK. MADE IN YORKSHIRE Uniquely combining the great outdoors, dramatic coasts and thriving cities bound by 2,000 years of history and heritage, abundant local produce and the warmest of welcomes, its distinctive personality makes it a must see destination for all audiences. Yorkshire has a strong national and internationally recognised brand, which is associated with a set of distinctive and positive brand values. The brand values are one of the most valuable assets and will be reflected in the route design, look and feel of the Yorkshire International Pro Race. Yorkshire brand values Authentic Confident Modern and innovative Straight-talking down to earth sense of humour FRIENDLY
6 DIGITAL NUMBERS Our website had 18 million page views since launching in October 12 We had over half a million referrals from BBC, Facebook and Twitter 55% were finding the site via Google We grew our Le Tour Yorkshire social media reach from 0 in December 2012 when we launched the platforms to 119,000 across Twitter, Facebook and Instagram by the end of the race weekend On Twitter in the last 12 months we have had a reach of 192 million, with 75,000 RTs, 185,000 mentions and 21,000 favourites Our Twitter campaign for Tour Makers attracted nearly 30,000 people to sign up, of which 10,000 went on to become Tour Makers In 12 months, our tweets drove 69,000 people to the Le Tour Yorkshire website through links too On Facebook in the last 12 months we have had 151,000 likes of our posts with 22,000 shares Headline Website stats from the race week The Le Tour Yorkshire website had 7.5 million page views during race week This included visitors from 190 countries with large traffic from Australia, USA, France, Canada and the Netherlands Headline Twitter stats from the weekend of TDF Our Twitter reach during this weekend was a staggering 23.2 million We gained 6,000 new followers over the was mentioned over 40,000 times (in just 2 days!) Tour de France, TDF, #YorkshireTour all trended worldwide on the weekend The Tour de France generated more than 3.75 million Tweets overall and the opening stage was one of the three most tweeted about stages Headline Facebook stats from the weekend of TDF Our posts were liked a staggering 75,000 times We gained 15,000 likes in 2 days No Grand Départ has ever delivered such a wave of digital activity before and we have paved a trail for future Grand Départs. the grandest grand départ To say that the Tour de France put Yorkshire on the map would be something of an understatement. We received unparalleled traffic throughout the event and the digital aspect of the campaign was vital to this. The body behind the Tour de France described the Yorkshire start as the Grandest of Grand Départs and they also praised the digital marketing team for great work to motivate all those people to the roadside. The two main channels that broadcast the TDF in the UK, British Eurosport and ITV, both tweeted the phenomenal success that this Grand Départ had been with Eurosport UK reporting viewing figures up 60%, ITV Cycling reporting viewing figures up 30% and Eurosport France reporting viewing figures up 30%. This helps to show the incredible exposure Yorkshire got.
7 TWEETS FROM THE WORLD OF CYCLING AFTER And my yellow dream is over again. But it was unique 2 ride in yellow in front of this crazy crowd! Won t forget that 4 the rest of my More than people along the stage, speechless with the welcome of the public. Thanks. #YorkshireGrandDepart #England A HUGE THANK YOU to everyone shouting for me today! I will remember that for the rest of my life!! #tdf14 I ve never been part of a Grand Départ like that. Crowds and support out there was second to none! Today was incredible! Had goosebumps going up Holme Moss. Thanks Impressive crowds chapter 2. Just as amazing as yesterday. #ButPleaseStaySafe I appreciate people coming to support us + making an incredible feeling 4 us along the This was the scene earlier at York looking focused. Huge support for #TDF2014 What a day to start the Tour! Never seen so many people out on the roads. Thank you Yorkshire for starting us off in grand we got a message for you!!! #Thanks #AmazingCrowd #CofidisInside #TDF (Message reads - THANK YOU YORKSHIRE - WE LOVE BTW I think I have a tinnitus after today s stage. Never seen such a big and loud crowd from start to No one meter free today on the #Yorkshire s roads - simply amazing. Thanks fans, thanks #Yorkshire, thanks Never in my life have I seen crowds like that, an unforgettable day! I hope we can bounce back with a win for Cav into London. The crowds were amazing again, the whole stage there are people lining the road cheering. UK you have been great! One more stage here!
8 THE RACE Category The Race targeted category for the first year will be UCI 2.1. Duration The Race, commencing in 2015, will be an annual 3 day professional cycling race based in Yorkshire. Date Friday 1st May to Sunday 3rd May 2015 (repeated annually first weekend in May) Participants The Race will consist of 20 teams of 6 riders and shall include major teams, including several UCI Pro Teams. Route The Race route will be flexible and move around Yorkshire. Distance The complete course will cover three stages at approximately 180km per stage. Why get involved? The right time Cycling is booming in the UK following the success of the Yorkshire Grand Départ 2014, British success in the 2012 and 2013 Tour de France and British (and Yorkshire) successes at the 2012 Olympic and Paralympic Games. Cycling s profile as a low cost, low pollution, healthy and enjoyable transport mode has also increased enormously over recent years. The right place Yorkshire and cycling go hand in hand. The diverse, natural landscape is designed for cyclists and the county is widely regarded as one of the spiritual heartlands of UK cycling. Producing trailblazing talent like Beryl Burton, Brian Robinson (the first British rider to win a stage of the Tour de France), Barry Hoban (a winner of 8 stages of the Tour de France) and Malcolm Elliott (the first British rider to win a Grand Tour points jersey). The Yorkshire landscape continues to inspire a new generation of star cyclists including Ed Clancy (Huddersfield), Ben Swift (Rotherham), Lizzie Armitstead (Otley) and David Stone (Rotherham); not to mention the much loved Olympic triathlete Brownlee brothers (Leeds). These high profile and successful individuals are a fantastic example for young people in Yorkshire. Participation in cycling is above the national average in Yorkshire and York has been named the top three cycling cities in the UK. The right package A unique opportunity to showcase your brand and align your organisation with the excitement surrounding the Tour de Yorkshire and the value that this event will bring to Yorkshire, our communities, our children and our future Benefits International brand awareness and association with a major sporting event, direct marketing, sampling, corporate hospitality, PR and communications, social media and employee engagement.
9 SPONSORSHIP OPPORTUNITIES MAIN PARTNER PARTNERS COST 1 PARTNER NAMING PARTNER LEADER JERSEY BEST YOUNG RIDER FROM 600,000 + VAT PARTNER PARTNERS COST 8 PARTNERS FOR EXAMPLE: CAR PARTNER CLOTHING PARTNER Stage Winner + Bibs Mountain Jersey FROM 100,000 + VAT SPRINTER JERSEY Most Aggressive Rider + Team YOUNG RIDER PO Chrono PO IT SUPPLIER PARTNERS COST 8 SUPPLIERS 50,000 + VAT WOMEN S YORKSHIRE CLASSIC PARTNERS COST 1 PARTNER FROM 250,000 + VAT AMATEUR RACE PARTNERS COST 1 PARTNER POA
10 2015 SPONSORSHIP STRUCTURES MEN S RACE RANK 1: NAMING PARTNER (1) NAMING PARTNER LEADER JERSEY + BEST YOUNG RIDER* from 600k + VAT RANK 2: PARTNERS (8) PARTNER 1 CAR PARTNER PARTNER 2 CLOTHING PARTNER PARTNER 3 STAGE WINNER + BIBS PARTNER 4 MOUNTAIN JERSEY PARTNER 5 SPRINTER JERSEY PARTNER 6 MOST AGGRESSIVE RIDER + TEAM PARTNER 7 PO CHRONO PARTNER 8 PO IT RANK 3: SUPPLIERS (8) NO/LIMITED/SUPPLIER SPECIFIC VISIBILITY FOR SUPPLIERS SUPPLIER 1 SUPPLIER 2 SUPPLIER 3 SUPPLIER 4 SUPPLIER 5 SUPPLIER 6 SUPPLIER 7 SUPPLIER 8 WOMEN S RACE NAMING PARTNER (1) NAMING PARTNER LEADER JERSEY from 250k + VAT AMATEUR RACE NAMING PARTNER (1) NAMING PARTNER POA * Opportunity to change for another category.
11 2015 MARKETING OPPORTUNITY Naming Partner Naming rights Right to name the race so it would be the (insert your company name) Tour de Yorkshire Image and Rights Exploitation Exploitation of logo, graphics and pictures for internal and external communication and promotion The Leader jersey as a strong communication asset Total association to the promotion & communication plan (website, posters, press releases, road book) Sector exclusivity World territory Visibility Partner logo as part of the race logo appearing on: All marketing material, printed and digital Leader jersey Best young rider jersey Mountain jersey Sprinter jersey Leader Jersey in addition to the above you will also have: Your logo on 10 different pre-defined areas Your brand s colour on dedicated areas Best young rider Your logo on 10 different pre-defined areas Your logo on all other winners jerseys On race dedicated areas Start and finish visibility Signature podium (race logo) Start arch (race logo) Time trail ramp if applicable (race logo) Time trial starting structure if applicable (race logo) Finish arch (race logo) Road markings (race logo) Interview backdrop (race logo) Dedicated ceremony backdrop: leader Dedicated ceremony backdrop: best young rider Ceremony backdrop: stage winner (race logo) Ceremony backdrop: mountain (race logo) Ceremony backdrop: sprinter (race logo) Ceremony backdrop: most aggressive (race logo) Ceremony backdrop: team (race logo) Hospitality & AMATEUR RACE Start hospitality Access to VIP bus with terrace Breakfast or lunch Get as close as possible to riders at the start In the race Follow the race in a VIP car with a former professional Finish hospitality VIP area (catering, drinks, race on screens) See the stage finish from the closest range possible Eve of Tour Dinner Free registration(s) for amateur race Direct Marketing Stands in the start / finish public village Animations in the start / finish areas Right to sample goodies / organise contests Official Partner Image and Rights Exploitation Exploitation of logo, graphics and pictures for internal and external communication and promotion A dedicated sport prize as a strong communication asset Total association to the promotion & communication plan (website, posters, press releases, road book) Sector exclusivity World territory Visibility Jersey or dedicated sport prize/area Branding of one of the following: Official car partner Official clothing partner Stage winner and bibs Mountain jersey Sprinter jersey Most aggressive rider and team PO Chrono PO IT On race dedicated areas Start and finish visibility Dedicated areas depending on your package Hospitality & AMATEUR RACE Start hospitality Access to VIP bus with terrace Breakfast or lunch Get as close as possible to riders at the start In the race Follow the race in a VIP car with a former professional Finish hospitality VIP area (catering, drinks, race on screens) See the stage finish from the closest range possible Eve of Tour Dinner Free registration(s) for amateur race Direct Marketing Stands in the start / finish public village Animations in the start / finish areas Right to sample goodies / organise contests
12 For further information please contact: Tracy Commons Welcome to Yorkshire T: +44 (0) M: +44 (0) E: For further information please contact: Bastien Delmaille Amaury Sport Organisation T: +33 (0) E: THE OUTSTANDING LEGACY OF THE GRAND DÉPART IN A COUNTY MADE FOR CYCLING
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